Philanthropy during Christmas and New Year: a socio-cultural and psychological phenomenon Introduction: The holiday as a trigger for altruism The period of Christmas and New Year is traditionally marked by a sharp surge in philanthropic activity. This phenomenon cannot be explained solely by religious prescription or seasonal tradition. From a scientific point of view, it is a complex phenomenon, in which social psychology, economics, cultural codes, and neurobiology are intertwined. Studying this "holiday altruism" allows us to understand the deep mechanisms of human behavior in the context of social rituals. 1. Historical and cultural roots: from alms to systemic assistance The tradition of Christmas philanthropy dates back to pre-Christian winter solstice festivals (e.g., Saturnalia in Rome), when social roles changed and the wealthy gave to the poor. Christianity institutionalized this custom, linking it to the birth of Christ and the arrival of the Magi with gifts. In the Victorian era, under the influence of Charles Dickens' works (see "A Christmas Carol"), philanthropy was understood not just as alms, but as a moral duty of the middle class, a way to correct social ills. Interesting fact: In the 19th century Britain, there was a tradition of "Christmas goose" for the poor, when benefactors paid for festive meals in workhouses. This was a pragmatic gesture: to feed the needy and at the same time reduce social tension during the holiday. 2. Psychological mechanisms: why do we donate during holidays? Several interrelated psychological factors explain the surge in generosity: Festive Spirit Effect: Positive emotions caused by decorations, music, the anticipation of the holiday directly correlate with an increase in prosocial behavior. Psychologists Eisen and Kahneman have shown that people in good spirits tend to be more generous. Social norm and identity: Holidays bring to the fore collective values — family, care, mercy. By performing a philanthropic act, a per ... Read more